STiR coffee and tea magazine

24 STiR coffee and tea / Issue 4, 2017 (August / September) Thirst pak (1 gallon) LBP Manufacturing I By Anne-Marie Hardie More than a Pretty Package: The Importance of Form and Function n a market saturated with speciality tea and coffee, packaging has never been more important. Consumers expect a consistent experience from first sight to last sip with their hot beverages. Manufacturer's require the assurance that containers will preserve the product from the date it's packaged until consumed. This seamless experi- ence can only be accomplished with the right packaging. Ensuring that products remain fresh and retain the look of quality takes center stage in presenting coffee and tea. It may look simple but there are multiple layers to this packaging phenomena, with consumer perception often dictating the best packaging options. One interesting thing about packaging is that the perception of quality is heavily regionalized. In North America, for example, the block bottom bag or stand up pouch with a degassing valve is preferred. Consumers associate these bags with specialty roasters, anticipating better quality coffee. The neat, upright stance engages the consumer. The package, according to Chica- go-based HAVI global headquarters, conveys multisensory messages signaling quality, freshness, quality, and luxury. Format is important. In the Middle East and parts of Europe, a vacuum-packed brick pack is perceived as superior. "There is a perception that vacuum-sealed packag- ing provides a fresher product," said Phillip Angus, director of business development, ICA USA, automatic packaging solution. "These packages are extremely durable; the film is very thick and it transports well," he said.

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